Tbimester II - Marketing I MBA - 236 Lesson Plan - Section J Faculty: Vedha Balaji
3 Credits
1. CourseOverview Marketingplays a very crucial role in the organization's pursuit for making profits. Hence,it becomes imperative expose students business to the of management gain an insightof the basic to marketing concepts. This course designed an introduction marketing. course is as to Tho develops basicknowledge of various marketing concepts their applications business and in organisations. Students progress will throughthetopicsof marketing fundamentals, external environmental forces affecting marketing, consumer productdecisions, buyingbehaviour, distribution, pricing strategies. and 2. CourseLearning Outcomes - Thiscourse aimsto develop basicconceptual knowledge marketing decision of in making. - To makestudents aware thatdecision makingfor marketing managers requires understanding the buyers, internal the and external forces operating theenterprise in the environment are in and that relevant marketing for decisions. - To familiarise concepts developing product, of productlifecycles, a pricing & channel manage decisions. 3. PrescribedText L. Czinkota, Marketing Management, Cengage Publicotions 2. Koshy Kotler,Marketing Management, Pearson Publications 4. Reference Books 7. Kotler Philip,MarketingManagement, Nel'vDelhi:PrenticeHalI of India Publications 2. Ramaswamy and Namakumari Marketing VS. 5., Management Planning, Implementation and ControlTheIndianContext, (2006) Mac Millan IndiaLtd Publications, 3. S. Neelamegham, Marketing in India- Cosesand Readings, New Delhi: Vikas Publications, (2007) 5. Session Contentand Schedule
Remarks
Introduction the to plan, subject, course pedagogy, CIAs, etc., Marketing ManagementIntroduction, definition, scope; coremarketing t
preparation Case
marketing mix
suppliers, intermediaries, customers, competitors and public; process marketing targetconsumers, developing the marketing mix, managing the marketing effort
Unit 2: Marketing Environment (1 hour) Marketing Environment * (Macro) demographic, natural, economic, technological, political, legal, socialandcultural 15/09/11 Student team presentati on
Consumer buyingcharacteristics affecting consumer behaviour thebuyerroles; Typesof buying behaviour buyerdecision 1 process, organization buyingbehaviour
Real-time Marketing
preparation Case
r.t.[
(5 Unit 4: Market Segmentation hours) Segmenting, Targeting and Positioning levels of segmentation I 2l/09/II Case study: BMW HBSNoteon Market Segmentation, TargetMarket Selection and Positioning Readthe articlesand case
patterns, procedures, 1 i requirements for effective segmentation Target market 1. selection, evaluation, niching Positioning 1. concept, a as strategy, communicating the positioning strategy, product by user, benefit, etc. How to position a L practical orientation; Unit 5: Product(6 hours) Product: levelsof a product, individual product decision product, Product: classification, CIA 1 1
22l09ltl
Lecture& discussion
23/09/11,
Casepreparation
28109/LL discussion
I 1
03/L1,/LL Student ExtendProfits,Not Readcase and team Product Lines reference material presentati on Case Study: ITC Foods 04/LL/L1, Case Study: Maggi Brandin
India
1,
Casepreparation
1,
I0/LL/LL Case HBS Noteon Study: Concept Testing NPD at Schwann Foods [/n/[
HBS Note on
New product
Readthe concept
development
HBA Noteon preparation Case Product Life Cycle; Breakfree from the product lifecycle
Forgetthe PLC
Article to be read
Unit 6: Pricing (4 hours) Pricing- factors pricing, affecting pricing objectives, approaches Setting price the 1 2l/L1,/fi, Case Study: Air Deccan 24/I1,|LL Case Study: Satyam Infoway L Z9/II/LI HBS Noteon Principles of Pricing; Mind your pricing cues
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Read concept the
oulztLl
Channels Nature; 1, channel behaviour & organization; middlemen, channel svstem Channel design decision, design, modifications channel dynamics, retailing, Channel
Articleto be read
management decisions
09lI2lII
6. CIA I 5 assigned points)30/09/11 1. MCQs(Weights (weightassigned points) L0 of discussion assessment case 2. Continuous (5 participation points) 3. Class
7. Mid-term Examination: October L8-22,2011 and Modulel- to Module4 (only segmentation targeting) 8. CIAII viral marketing, cross-cultural mobilemarketing, 1. Presentationsgreenmarketing, socialmarketing, socialmediamarketing, rural marketing,guerrillamarketing, marketing, 14,20tL Novemeber 5 topics(weightassigned points) othercontemporary 2. MCQs(5 points)0LllUtI (10 of discussion points) assessment case 3. Continuous 9. Learning Methodology studyanalysis exploring and lecture, case of is Thelearning methodlogy a combination discussion, by can reference. subject marketing be comprehended bringinginto the The of thereading reading the Hence student the apartfromreading concept, issues. several contemporary classnom The happenenings. students of to studyis alsoexpected be abreast the latest reference thecase and - Morketing The Mastermind, 4Ps,Pitch, to the areadvised readin particular, followingmagazines Times(Wednesday). andtheBrandEquityeditionof theEconomic 10. Studentsare Expected in well in time. l-. to be seated the class material the class. for 2. readtheassigned the beforeentering of 3 3. readthecase studyatleast timesandmakenotes theiranalysis for the throughout course case will continuosly It classroom. is to be notedthatstudents be assessed wouldalsobe to apartfrom contribution the discussion, The criteria, discussions. assessment behaviour the classroom. in on 4. submitassignments time. decorum 5. maintain classroom will be mailedto the class. Note:All the articlesand casestudiesmentioned